Coop Agrilait gears up in response to influx of european cheeses
Coop Agrilait has taken action in response to the massive influx of European cheeses by choosing Larouche Marketing Communication as its agency of record. “We liked their approach right from the get-go. The dairy industry is going through a major shakeup right now. They were quick to understand our reality and grasp the market challenges we face,” said Coop Agrilait general manager Nathalie Frenette.
The new free trade agreement with the European Union will lead to a 30% increase in European cheese imports to Canada, posing numerous challenges to the domestic cheese industry. In response, the cooperative, which runs the St-Guillaume Cheese Dairy, a cheese producer and marketer, recently acquired Lévis-based Aliments La Bourgeoise to expand its dairy processing operations. Coop Agrilait is also looking to Larouche Marketing Communication to help it achieve its ambitious growth objectives by developing a marketing plan to position the St-Guillaume Cheese Dairy as a leader in the industry.
“The cooperative has been in business since 1940 and processes millions of litres of milk every year. It’s a privilege for us to contribute to building the St-Guillaume brand by creating the tools needed to help it grow,” said Marie Hélène Guay, director of strategy and client experience at Larouche Marketing Communication.
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